This is what a customer journey in e-commerce looks like

Many paths lead to the goal: The home page

...and lands directly on the online shop's home page. Here, you are offered various options tohelp you find what you are looking for quickly:

• Site Search: Marie can quickly find suitable models via a search query, e.g., "jeans." An ecommerce search engine provides her with the necessary support, e.g., thanks toautosuggest or error tolerance. The use of content commerce allows her to find not only products but also content.
• Categories: Marie can navigate to the "Jeans" category via the main menu.
• Recommendations: If Marie has already visited the online shop, relevant products can also be recommended to her on the home page via the recommendation systembased on her previous behavior.

Since Marie has not yet specified the requirements for her new jeans in advance and is visiting the website for the first time, she clicks on the corresponding category...

Spoiled for choice:faceted navigation

...and sees the online shop's entire range of jeans, comprising almost 1,000 items, on the category page. She immediately notices the faceted navigation—a welcome feature that allows her to narrow down the selection according to her personal taste.

Marie has now decided exactly what she wants: a pair of blue, slim-fit jeans in size 29. The price should not exceed 60 euros.

Accordingly, she selects the subcategory "Skinny Jeans" in the faceted navigation, filters by women's jeans and the color blue, marks size 29 as the size she is looking for, limits the price to a maximum of 60 euros – and thus reduces the search results to a manageable five items. Marie particularly likes one pair of jeans, so she clicks on the product...

The faceted navigation allows you to personalize your product selection with just a few clicks.

Everything at a glance: the product details page

...totake a closer look at themon the product detail page. In addition to the familiar aspects such as price, color, and appearance, Marie also expects to find other important information about the producthere , such as material, cut, and features. Information about delivery times is also important for most online shoppers at this point.

In addition, she receives relevant recommendations for the selected jeans on the product detail page in the form of similar items from the "Skinny Jeans" category or matching items from other product categories, such as "Cardigan."

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If Marie is convinced by the jeans, the CTA buttons at the end of the product detail page offer her the option of either adding the item directly to her shopping cart or placing it on her wish list. Since Marie really likes the skinny jeans, she adds them to her shopping cart and opens it...

On the product detail page, online shoppers can find further information about the selected products.

Last but not least: The ordering process

...and starts the ordering process without hesitation. At checkout, she is asked to enter her contact details, billing and delivery address, and payment details, and to select her preferred payment method. For verification purposes, Marie is then shown an overview of her entire order, including all important information such as price, size, and delivery date. If everything is correct, she can order the product by clicking on the CTA button...

...and will soon be able toenjoy a new pair of jeans in herwardrobe! 🙂

Want to learn more about the ordering process? Then we recommend our blog article Discover revenue potential in your checkout process.